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Journal of Exclusive Management Science September 2017 - Vol 6 Issue 09 ISSN 2277-5684

A Study on Customer Perception towards Major Brands of Two Wheelers in Villupuram Town and
Its Impact on Buying Behaviour
*Dr. I. Savarimuthu
**K. Chandrakumar

* Head of the PG and Research Department of Commerce, St.Josephs College of Arts and Science
(Autonomous) Cuddalore-1
** Research Scholar, PG and Research Department of Commerce, St.Josephs College of Arts and
Science (Autonomous) Cuddalore-1
Abstract:
In an era of increasing global competition, Customer Perception remains a research topic of strong
interest. By keeping in view that future disposable income of average household people will increase, so
in future their demand and need both increases. To meet their expectations it become a prime
importance to study various factors influencing their perceptions and hence impact on purchase
decision. In Case with the purchase of an automobile, people prefer motorcycle over a four wheeler
because motorcycle is economical and affordable. In other words we can say that motorcycle is a
common man vehicle. The study focuses on major two wheelers brand Hero Moto Corp, Honda, TVS
and Bajaj. Keeping in consideration that people have a criteria of preference in the minds before they go
to purchase a motorbike, the researcher has tried to summate some of the factors which people
evaluate before the actual purchase. The study aims to showcase factors like product attributes, price,
resale value, credit facility, mileage and advertisement plays role in buying decision.
Keywords: Customer Perception; Major Brands; Purchase Decision; Motorcycles; Product Preference
Introduction:
Indian Two-Wheeler Industry is the largest in the world as far as the volume of production and sales
are concerned. India is the biggest two-wheeler market on this planet, registering an overall growth rate
of 9.5 percent between 2006 and 2014. The growth in Indian Automobile Industry owed the most to a
steep upsurge witnessed in the two-wheeler segment in 2014. The volume growth recorded in the 2014-
15 fiscal year stood at a commendable 14.8 percent on a year-on-year basis. The 'Make in India'
campaign of the Government of India is also going to attract more foreign investment into Indian
TwoWheeler Industry creating further growth opportunities in the coming years.
A new study by Mc Kinsey Global Institute (MGI) suggest that if India continues its recent growth,
average household incomes will triple over the next one decade and it will become the worlds 5th
largest consumer economy by 2025, up from 12th position. Today business around the world
recognizes that the consumer is the king. Companies can flourish only when they are able to
understand the customer. Today in terms of modern marketing it is very important to consider
customer as a focal point of their business activity. Marketing strategies are based on customer /buyer
demand and needs. In a simple way we can say that buying decision is the response of stimuli. In the
field of marketing it is very important to understand the meaning of perception and brand. Both are
associated when it comes to purchase decision of two wheelers.
There are mainly four key psychological factorsMotivation, Perception, Learning, Memory, who
fundamentally influence customer responses. This study focuses on perception factor. With
Liberalization, Privatization and Globalization of the economy of India and the subsequent entry of
many multinational players, the competition in two wheeler segments is increasing. As a result
customers are getting wide variety of brand choices, competitive price and high standard of quality. In
order to gain volumes under such competitive market it becomes the utmost requirement of the
company to study various factors that influence perception of the customer about the product and
results in creating positive image of the product and impact the buying decision. Two wheelers have
played a pivotal role in rising growth of Indian automobile Industry. The automobile industry is the
most lucrative industry and the major factors influencing demand for two wheelers in India are
Increasing middle class population, Easy financing, Festivals and weddings, Weak Public transport,
Convenience and ease of operating. The study aims to showcase factors like product attributes, resale
value, milege, advertisement and the personal factors upon which a company should work to create
customer perception in a positive way to considerably influence the purchase decision. State capital
Jaipur contributes 16% of total two wheeler industry of Rajasthan and represents a great variety of
urban and rural customers (55:45%).

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Journal of Exclusive Management Science September 2017 - Vol 6 Issue 09 ISSN 2277-5684

Major brands of motorcycles are considered in this study like Hero Moto Corp Ltd, Honda, TVS and
Bajaj. The literature review is accessed with respect to the factors which determine buying behavior of a
two wheeler user.
Literature review:
Bijapurkar, Rama. (2013) Explores the arena of consumerism in India and the strategies that are
developed to please the consumer. In this book, the author tries to give readers some information about
the environment in which consumers live; the way they think, their heterogeneous nature and their
transformation is discussed. India being an emerging market in the world, there are a lot of business
opportunities. The author tries to teach readers how to be ready to grab these opportunities and use
them. A Never before World contains major inferences needed to evaluate the business opportunities
and figure out the current market strategy. As an overall result of various changes, India is now in the
third decade after liberalization. The structure of consumption and behavior of consumers is studied.
George, Sunila;Jha, Raghbendra; Nagarajan andHari, K. (2002) The evolution of the industry's
competitive structure is traced using Kendalls Index of Rank Concordance and the Evans Karras test of
convergence. The industry seems to be characterized by oligopoly with the onset of economic reforms
not making much difference to industrial structure. The values of the find Index also indicated that the
three segments of the industry have responded in different ways to changes in the forces of competition.
Kanojia, A.K. (2011) States that top 4 motorcycle segment control 93% market share. Hero Moto Corp
controls executive segment, Bajaj has premium segment and Honda has the dominant position in
scooter segment. The author studied about various factors responsible for Hero Moto Corp being able to
sustain leadership like highest network penetration, highest customer satisfaction with one of the
fastest complaint resolution.
Krishnan Santana, R. (2007) looks into various issues faced by the two wheeler industry. In terms of
competition, the industry is likely to face competition from used cars and low cost cars. Other issues
are the declining margins due to increased cost of materials and shift in customers demand to electric
vehicles to save on petrol. In terms of growth, there are expectations that the industry is likely to grow
by 15%. Most of the growth is likely to come from motorcycles. Some of the Indian motorcycle
companies are also likely to set up plants in foreign countries to meet export needs.
Raghunatha D. and Kameshwari, M.L. (2005) Studied consumer buying behavior in two-wheeler
industry with special reference to Hero Honda Motorcycles in the city of Hyderabad. The study revealed
that the main influencer in purchase decision of motorcycle was himself. The sources of information
preferred by the respondents for buying a two-wheeler were friends and associates. It was found that
90% of the respondents were satisfied with the performance, maintenance and after sales service
provided by the dealers. It was also found that 93.35% of the respondents could recall the
advertisements of motorcycle they had seen recently on TV or read in the newspaper or magazines.
From this it was indicated that the advertising campaign was effective and served its purpose. The most
preferred motorcycle by majority of the respondents was Hero Honda Splendor due to its brand image.
Lindquist,
Jay D. and Joseph, Sirgy, M. (2003) This up-to-date text focuses on consumer shopping, buying and
consumption behavior topics looking at both domestic and international theory and examples. It is
divided into sections on marketing foundations, consumer decision making, psychological and
sociological influences on consumer decision making, and special topics relating to public policy,
organizational buying and conducting research.
Objectives:
1. To know the market leader among major brands of two wheeler companies
2. To analyse the impact of various factors influencing perception and purchase decision of customers
Hypothesis
Null Hypothesis: Two wheeler customers are equally prevailing in Jaipur Alternate Hypothesis: Two
wheeler companies has different market share in villupuram
Null Hypothesis: Various factors has equal impact on purchase decision of customers Alternate
Hypothesis: Every factor has different impact on purchase decision of customers

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Journal of Exclusive Management Science September 2017 - Vol 6 Issue 09 ISSN 2277-5684

Methodology:
The primary data are collected from four major brands company outlets: Hero, Honda, TVS and Bajaj
of Jaipur city. A well defined structured questionnaire was administered to the customers who come to
the dealer outlets for either enquiry or purchase. The sampling technique used in this study is non
probability and the sampling method is convenience sampling. A sample of equal number of customers
is taken from each category summing the overall sample to 100. The sources of secondary data used in
this study are Books, Magazines, Journals and Websites. Data was analyzed by simple percentage
analysis, tabular and pie chart presentation.
Data analysis:
After getting feedback from respondents through structured questionnaire, the results have been
compiled and presented below
Table 1. Market share of four major brands

45%

45%
40%
35% 26%
30%
25%
20% 14%
15%
8%
10%
5%
0%
Hero Moto Corp Hero Honda TVS Bajai

Source: Primary Source


This pie chart shows that Hero Moto Corp is having major share 45% out of rest three major brands.
After split of Hero Honda venture, Honda emerging as challenger brand having 26% of market share.
Third position grabbed by TVS with 14% market share and with 8% Bajaj stands on fourth position.
This result rejects null hypothesis and supports / accept alternate hypothesis that two wheeler
companies has different market share in Jaipur city.

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Journal of Exclusive Management Science September 2017 - Vol 6 Issue 09 ISSN 2277-5684

Table 2. Demographic factor impact on purchase decision


1. AGE IN YEARS No. of Respondents

20-30 35
31-40 42
Above 40 23
TOTAL 100
2.GENDER
MALE 78
FEMAL 22
TOTAL 100
3. OCCUPATION
STUDENT 24
SERVICE 48
BUSINESS 23
OTHER 5
TOTAL 100
4.INCOME
BELOW 3 LAC 8
3-5 LAC 52
5-7 LAC 16
ABOVE 7 LAC 24
TOTAL 100

Source: Primary data


Above table shows that 42% respondents are from age group 31 -40 , which indicates that middle age
person are potential customers of two wheelers in Jaipur city. 78% were male customers shows still
male are dominant customers of two wheelers. Service class people use more two wheelers due to fuel
efficiency and convenience factor which results into 48% users. 52% respondents are from 3-5 lac
income level slab.

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Journal of Exclusive Management Science September 2017 - Vol 6 Issue 09 ISSN 2277-5684

Table 3. Rank wise criteria for selecting product attributes of brand


Criteria R1 R2 R3 R4 R5 R6 TOTAL
for brand
selection
Price 30 30 20 10 10 100
Mileage 35 30 20 10 100
Service 25 25 20 30 100
Style 10 15 25 20 30 100
Power 15 25 25 25 100
Resale 20 30 25 25 100
Value
Total 100 100 100 100 100 100 600
Source: Primary data
Table 3 shows that respondents rated product attributes on six factors and rank them 1 to 6. Table 3
shows that price, service, mileages are high ranked attributes. 90% respondents given mileage the most
important attribute as the criteria of purchase. Price the second highest with 80% and service with
70%. Style, power and resale value were ranked four, five and six respectively.
Table 4. Rank for Brand Preference
Brand R1 R2 R3 R4 R5 R6 TOTAL
HMCL 34 32 25 9 100
HMSI 30 28 24 18 100
TVS 28 32 20 20 100
BAJAJ 31 21 20 28 100
YAMAHA 8 26 36 30 100
OTHERS 8 24 26 42 100
TOTAL 100 100 100 100 100 100 100
Source: Primary Data
Table 4 reveals that top three positions are occupied by Hero Moto Corp, Honda and TVS. Bajaj is on
fourth position in Jaipur city.
The result shows that every factor has different impact on purchase decision which rejects null
hypothesis and accepts alternate one.
Suggestions
1. Positioning the brand is the most difficult job in marketing strategy. Scooter sale is rising nowadays.
The new players are entering into scooter segment.
2. Dominant players are introducing latest features to their product line up to keep customers by the
side. Every year two wheeler companies introducing new models with latest technology which affects
customer perception and results into impact on purchase decision.
3.Peoples are having financial problems companyies are to be sold to peoples on that monthly
installment basis.
Conclusion:
This study has observed many factors that affect customer buying behavior. This study also focuses on
market share of major two wheelers brand in Jaipur city. At the time of purchasing two wheeler
customer has different choice for two wheelers but the purchase decision depends on various factors
like product attributes, price , credit facility and brand. Study concluded that Hero Moto Corp is the
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Journal of Exclusive Management Science September 2017 - Vol 6 Issue 09 ISSN 2277-5684

leading brand of two wheeler in Jaipur city followed by Honda, TVS and Bajaj. This study helped the
researcher to use theoretical knowledge and to gain useful insights about the importance of customer
perception.
References
1. Bijapurkar, Rama. (2013), A Never-Before World tracking the Evolution of Consumer India, New
Delhi, Penguin Books India.
2. George, Sunila; Jha, Raghbendra and Nagarajan,Hari K. (2002), The Evolution and Structure of the
Two-wheeler Industry in India, International Journal of Transport Economics, Vol. 28, No. 01
3. Kanojia, A. K. (2011), Analyzing the state of competition in Indian two wheeler industry, New Delhi,
Competition Commission of India.
4. Krishnansantana, R. (2007), Issue and Future of the Two-wheeler industry, in Raj manohar T. P.
and Balaji V. (Eds.), Two-Wheeler Industry in India An Introduction, Hyderabad, The ICFAI University
Press, PP. 57-69.
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in two-wheeler industry with special reference to Hero Honda Motorbikes, Indian Journal of Marketing,
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6. Lindquist, D. Jay and Joseph, Sirgy M (2003), Shopper, Buyer and Consumer Behaviour: Theory
and Marketing Applications, second edition, New Delhi, Biztantra Publication.
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Journal of Management, Vol. II, No. 2, June.
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(2015),Influence of price on consumer motorcycle industry (with special reference to Hero, Bajaj and
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